Deautomatizing Sexual Harassment
HSBC
Issue 51 | June 2019
Agency
DAVID Buenos Aires
Creative Team
Executive Creative Director & Chief Creative Officer: Joaquín Cubría, Ignacio Ferioli Creative Director: Nicolás Vara, Ignacio Flotta Copywriter: Marcos Colombres Art director: Leandro Bertoia
Production Team
Production: Florencia Albizzati Producer: Mariana Jauregui Director: Vero Von Production company: LANDIA Exc. Producer: Diego Dutil Producer: Alejandro Panzitta, Tito Ortiz Basualdo Art Director: Juan Cavia, Walter Cornas Músic: BAMBA Editor: Michelle Gualda Post: Ratio, Landia Color: Alejandro Armaleo Postproducer: Julián Lopez Coppola
Other Credits
Managing Director: Emanuel Abeijón Account Director: Justina Lioy Lupis Account executive: Emilia Miguens Head of Planning: Carolina Bruzzone Responsable for client: María Julia Lois, Carolina Merlo
Date
March 2019
Background
Statistics In Argentina show that 93% of women had suffered sexual harassment in the street and 80% admit that they feel vulnerable in public places, according to a report by the organization Mujeres de la Matria Latinoamericana (MuMaLá).
Idea
In such context, HSBC and DAVID launched the campaign “Deautomatizing sexual harassment”, with the aim of raising awareness and ratifying the bank's stance against gender violence and discrimination. HSBC programmed a series of ATMs so that they wouldn’t take NO for an answer when users tried to quit interacting. At the end of the experience the print receipt spread #NOmeansNO with recommendations on how to act in cases of gender violence and a reminder of the national helpline 144.
"Taking an everyday device like an ATM and transforming it into a new media to carry out this message allowed us to surprise people," said Carolina Bruzzone, head of planning David Buenos Aires.
María Julia Lois, RBWM marketing head of HSBC, added: "For a long time, HSBC has been working globally to face this and other gender issues both internally and externally to the bank. This activation is another step in our commitment to fight against gender-based violence."
Results
HSBC became trending topic in Argentina reaching 1.2 MM organic views in the first 24 hours. Throughout March, the bank's 450 ATMs in Argentina spread the message nationally.